How to Optimize for Google, a 3-part Series from SiteProNews

The slashing of paid search advertising is just one symptom of the current economic situation. I'm seeing a lot of questions out there, from Twitter to direct inquiries, regarding the dark art of SEO. While optimizing the heck out of your META tags may never grow your "Organic Search" results to the volume they might have been at when you were spending thousands of dollars per month on Adwords, there are things that can and should be done to move your site up in search engine rankings.

One mantra to keep in mind throughout any SEO effort is: Patience, Analysis, Creativity, Implementation, Repeat. SEO combines many disciplines such as Marketing, Competitive Research, Customer Awareness, and Web Development. It also helps if you are selling/making/talking about stuff that people are interested in. If you build it, it doesn't necessarily mean that 'they' will search for it. Don't try to get it all done in one day, break your site into prioritized blocks, and work to improve successful pages first, then work through the full site over time.

You are responsible for knowing what your customers are looking for, and the terms they associate with that need. Here's a three part roll up by SiteProNews, that covers of a bunch of helpful ideas to help you build an SEO framework that can close the gap between your site and the people searching for what you provide:

How to Optimize for Google:

• Part 1 of 3
  
• Part 2 of 3
  
• Part 3 of 3
  

The Impact of Social Media on Search Rankings

SiteProNews:: "Over the past few years, the Internet has increasingly become a participatory social network where user-generated content is just as important as traditional advertising messages. This means your articles, blog posts, videos, podcasts, and other comments on the Web are now critical sources of information about your company, your products and services... Social media, therefore, becomes increasingly important to a Web site's success and its visibility in search engines...

With the advent of universal search by Google and others, search marketers and site owners will soon find it necessary to optimize their Web sites for a broad range of content types. This means creating content in every media and vertical niche applicable to your brand..."

This article summarizes the importance of a broad-media approach very well, highlighting the categories of: Search Personalization; Universal Search; Optimizing Podcasts; and Optimizing Google Base Data Feeds.

You don't want to necessarily implement content types or social media frameworks that aren't appropriate to your business, but be sure you are not overlooking a variety of options. And another trend is to NOT lock-up assets like PDF downloads and demos behind registration walls. Give a prospect all you have, if they are interested, they'll eventually wind up in your CRM database.

Google Announces Hosted site search for businesses

Official Google Blog:: "Today we've released Custom Search Business Edition (CSBE) to do just that. CSBE is a hosted site search solution that provides Google-quality results for your website. It's fast, relevant, reliable, and flexible, so that users can quickly find what they're looking for through search results customized and integrated into your business website.

CSBE builds on the Google Custom Search Engine, a hosted search solution we introduced last October that allows organizations to create a search engine and search results that are tailored to their point of view... Businesses that want further control over results presentation and integration with their website can obtain results through XML. Now those of you with business sites have the option to turn off ads and have further control over branding. In addition, CSBE provides options for email and phone support. The pricing starts at $100 per year for searching up to 5,000 pages."

Finally Google is offering a 'private label' search service, and seems affordable too. Now I feel bad for folks like Picosearch.

Google's Founders didn't know HTML!

Product Manager for Google: "The prime reason the Google home page is so bare is due to the fact that the founders didn't know HTML and just wanted a quick interface... The name 'Google' was an accident. A spelling mistake made by the original founders who thought they were going for 'Googol'..."

The next time your are pondering Google's apparent brilliance in regards to strategy, ui design, and branding - refer to this list. Another reminder that dumb luck and happy accidents are your friends. There are a few interesting metrics for feature adoption in this article too.

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Five Tools for Spying on Your Competition

"By understanding the marketing strategies of your competitor, you can always stay a step ahead of them. The key is knowing how to obtain all of this vital information without having to hire a PR firm, an FBI agent, or an undercover spy. Luckily for us, all we need are a few online tools to find out exactly how are competitors are running the show."

Spying is kind of a harsh word when it comes to keeping an eye on the competition. It's not like these sites are tracking down secret formulas. However, they appear to be some easier ways of tracking down info than completely manual processes. I find Google Alerts to be very handy. In fact, I suggest setting up google alerts related to your own business as a way to keep an eye on your own internet presence. Sometimes you'll be pleasantly surprised to see a link on a blog or something you might now be aware of without the help of such an alert.